The “emotional value” of classic advertising

This article introduces three classic cases in the advertising industry. It is recommended for those who are interested in advertising and marketing to read and study.

Emotional value is one of the hottest words right now.

In the brand marketing industry, those popular classic advertisements are precisely those that satisfy the emotional appeals of the public and are very impressive.

01 Once Remy Martin is released, good things will come naturally

The best brand slogan in my mind comes from the Wong & Lam Advertising Company of James Wong and Yanni Lam. It was written by James Wong for Rémy Martin in the 1980s.

Just these 10 words have increased Renmy Martin's brand value in Greater China by more than N times (direct and indirect effects, I can only use N because I don't have the data).

When you read this sentence in Cantonese, the corners of your mouth will naturally turn up, and you will feel confident and carefree. When you read it in Mandarin, you will feel more confident and confident.

I even think it's a bit "metaphysical". Yes, it will bring good luck.

However, now it has become “Life is more colorful when Remy Martin is opened”, and the free and heroic feeling is gone... What a pity.

Taste (the wine or this sentence) carefully. Does it no longer have that flavor?

02 MasterCard- Priceless Moments

McCann-Erickson won the competition for MasterCard's new advertising campaign in 1997.

The task we received at that time was to differentiate ourselves from our rival Visa and have a clear competitive difference.

During the research, the McCann team was inspired by the saying “I don’t love spending money, I just want to give the people I care about a better life” and wrote this famous quote that has been passed down for decades:

In the same year, the advertising film "Priceless Moments: Baseball" was launched to embody this brand proposition.

The content is simple and quite sensational. An ordinary father takes his 11-year-old son to watch baseball. A deep and heavy male voice narrates:

Two tickets: US dollars

Two hot dogs, two buckets of popcorn, two sodas: $18

Ball signed by a player: $45

A heartfelt conversation with my 11-year-old son: priceless

There are some things that money can never buy, but MasterCard can make it happen for you.

Are you moved just by reading the text? The reason why this story is so moving is that it touches the emotional strings and resonates with people.

More than 20 years have passed, and "Priceless Moments" is still the slogan of Mastercard.

These creative advertisements in different scenarios make people happy, and I share them with you.

03 IBM stops talking and starts doing

This case is a bit embarrassing. First, the promotion time is not long, so not many people know about it. Second, IBM is not doing well now, and it seems that it failed in "action"...

However, this does not prevent it from being a classic emotional advertising content in the B2B field.

I had the honor to be involved in the launch of this Ogilvy creative advertisement in China, and experienced the process from not understanding it to being applauded.

You have to know that the IT company advertisements back then were all in the style of science and engineering, either emphasizing how powerful the product performance was or how wide the usage scenarios were...

IBM is like an alternative. It said "Stop talking, start doing". "Stop talking nonsense, start moving". Of course, in addition to telling customers, it also helps CIOs tell CEOs (make a decision as soon as possible)...

But not long after, the company changed its name to "Smart Earth", which is grand, but I think it is far less impactful than before. (I feel like "what does it have to do with me")

What classic ads do you remember? Share them with me in the comments!

A few months ago, I was chatting with my friends, and they all said that they had basically not seen any hard-working advertisements in recent years. Companies have focused on results, expecting immediate results, but the reality is contrary to their expectations.

Perhaps when the value of emotions is brought up again, it will be an opportunity for brand advertising to be reborn?

This reminds me that " great brands move people not because of their commercial success, but because they light up some light of hope and bring warmth to people's hearts under the wheel of social progress . - Excerpted from "Brands Create Growth" by Wang Zhishang.

Author: Hanni Source public account: Time Notebook (ID: 1089517)